Barbie gets an hijab in accordance with ‘diversity’

There’s to be a Barbie doll based on US Olympic fencer Ibtihaj Muhammad, who became the first women who wear an hijab at the Olympics. According to Mattel, Muhammad is a “Shero”, which is bit like being a hero but for women; like heroine, yes, but the kind of portmanteau that makes for better branding and makes women a special case. So much for equality.

Sejal Shah Miller, Barbie’s vice president of global marketing, guffs out a statement: “Ibtihaj is an inspiration to countless girls who never saw themselves represented, and by honoring her story, we hope this doll reminds them that they can be and do anything,” It’s less about her than it is about us, say Mattel.

And as for girls’ ambitions, well they can’t do anything. NBC says Muhammad got into fencing because her mother likes the cover-all kit. “My mom just so happened to discover fencing,” says Muhammad on CNN. “She was driving past a local high school and saw kids with what she thought was like a helmet and like long pants and long jacket. She was like, ‘I don’t know what it is, but I want you to try it.”

So you can do anything, so long as you cover up. And don’t do it in Iran,where as one toy seller opined: “I think every Barbie doll is more harmful than an American missile.”

Whatever the backstory, the athlete is delighted, saying being immortalised in plastic is a “childhood dream come true”:

Cynics might argue that Mattel needs to broaden its appeal, and what easier way than by tapping into a new market, albeit the relatively small one of female Muslim fencers. CNN Money notes: “Barbie has been working hard to make its collection of dolls more diverse in an effort to broaden the brand’s appeal… Barbie’s sales have slumped, down 6% in the most recent quarter compared to last year.”